Legacy Business Registry Case Report

www.sfplanning.org

Legacy Business Registry

Case Report HEARING DATE: OCTOBER 17, 2018

**The following report provides recommendations for three (3) Legacy Business applications.**

Filing Date: September 19, 2018

Case No.: 2018‐013136LBR

Business Name: Balboa Theatre

Business Address: 3630 Balboa Street

Zoning: NC‐2 (Neighborhood Commercial, Small Scale)

40‐X Height and Bulk District

Block/Lot: 1580/003A

Applicant: Adam Bergeron and Jaimi Holker

3630 Balboa Street

San Francisco, CA 94121

Nominated By: Supervisor Sandra Lee Fewer, District 1

Staff Contact: Shelley Caltagirone ‐ (415) 558‐6625

[email protected]

Reviewed By: Tim Frye – (415) 575‐6822

[email protected]

BUSINESS DESCRIPTION

The Balboa Theatre (“the Balboa”) opened on February 27, 1926. The original owner, Samuel H. Levin,

hired renowned architects James and Merritt Reid to design and build a neighborhood theater to service

the Outer Richmond district. It was originally called the “New Balboa” in order to distinguish it from a

theater with the same name in the Sunset district. The theater was more modest than some of the theaters

designed by the Reid Brothers and made to blend in with the more suburban surroundings of the

neighborhood. It had one large auditorium which sat approximately 800 people.

The Balboa was owned by the Levin family until the 1970s. In 1978, it was converted into a two‐screen

theater. Gary Meyer bought the business in 2004 and sold it to current owners Adam Bergeron and Jaimi

Holker on January 1, 2012. Under the guidance of Gary Meyer, and then Adam Bergeron and Jaimi Holker,

the theater has become a focal point for the neighborhood, both physically and culturally. The creative and

inclusive programming provides entertainment for diverse audiences and promotes a lively atmosphere

for neighborhood patrons and visiting guests. Today, the Balboa Theatre shows a combination of first‐run

feature films and themed screenings, along with family‐friendly movies every Saturday morning and

classic films on Thursday evenings.

The business is located on the north side of Balboa Street between 37th and 38th avenues in the Outer

Richmond neighborhood. It is within a NC‐2 (Neighborhood Commercial, Small Scale) Zoning District and

a 40‐X Height and Bulk District.


October 17, 2018 Hearing

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Multiple Cases

Multiple Addresses

STAFF ANALYSIS

Review Criteria

1. When was business founded?

The business was founded in 1926.

2. Does the business qualify for listing on the Legacy Business Registry? If so, how?

Yes. Balboa Theatre qualifies for listing on the Legacy Business Registry because it meets all of the

eligibility Criteria:

i. Balboa Theatre has operated continuously in San Francisco for 92 years.

ii. Balboa Theatre has contributed to the history and identity of San Francisco by serving

as a neighborhood theater.

iii. Balboa Theatre is committed to maintaining the physical features and traditions that

define the business.

3. Is the business associated with a culturally significant art/craft/cuisine/tradition?

Yes. The business is associated with the neighborhood theater tradition. It was originally designed

as a combination theater that could exhibit both motion pictures and vaudeville shows.

4. Is the business or its building associated with significant events, persons, and/or architecture?

Persons

Yes. Balboa Theatre is associated with prominent San Francisco movie theater developer Samuel

Levin.

Architecture

Yes. Balboa Theatre is a work of master architects the Reid Brothers and it represents the early 20th

century neighborhood combination movie theater building type. The Balboa Theatreʹs design was

modest compared to most of the other local theaters the Reid Brothers had built. The exterior of

the building is reminiscent of a Spanish mission. The lobby is inspired by Art Deco. Many of the

interior features are reminiscent of the “Alhambra” style of architecture, including some nice

ornate cut outs in the walls where posters can hang. Subsequent decorations inside the theater

lobby have honored the Alhambra style by using the mosque‐style corners on the cut outs in other

areas of the theater.

Events

Yes. Balboa Theatre is associated with neighborhood theater development in San Francisco.

Located in commercial corridors, the city’s theaters are associated with the expansion of the film

industry after the turn of the 20th century and reflect the cultural and economic development of San

Francisco. The Balboa Theater is one of twenty‐three contributing theaters to a potentially eligible

non‐contiguous multiple property historic district. The period of significance for the district spans

1906‐1945.

5. Is the property associated with the business listed on a local, state, or federal historic resource registry?



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Multiple Cases

Multiple Addresses

No. The property has a Planning Department Historic Resource status of “B” (Properties Requiring

Further Consultation and Review) as the building was constructed in 1925 and has not been

formally evaluated.

6. Is the business mentioned in a local historic context statement?

Yes. The Balboa Theatre is listed in the Draft San Francisco Neighborhood Movie Theater Non‐

Contiguous Multiple Property Historic District Context Statement, prepared in 2006 by Andrew Murray and Katie Tom for the Board of Supervisors. The report provides background information

about the neighborhood theater typology in San Francisco but provides little specific information

about Balboa Theatre.

7. Has the business been cited in published literature, newspapers, journals, etc.?

Yes. The Balboa Theater has been featured a number of times in the San Francisco Chronicle, as

well as the Richmond District Blog, Hoodline Magazine, Via Magazine, Sunset Magazine and

Cinema Treasures.

Physical Features or Traditions that Define the Business

Location(s) associated with the business:

3630 Balboa Street

Recommended by Applicant

Marquee

Additional Recommended by Staff

• Primary façade with shaped parapet, window openings, central and recessed entrance,

and flanking storefront openings

• Blade sign

• Interior spaces, including the ticketing area, lobby, and original auditorium volume

• Original interior ornamental features

• Film programming



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Multiple Cases

Multiple Addresses


Case No.: 2018‐013141LBR

Business Name: Fireside Camera

Business Address: 2117 Chestnut Street

Zoning: NC‐2 (Neighborhood Commercial, Small Scale)


Block/Lot: 0490/047

Applicant: Spencer Pon, CFO

3630 Balboa Street


Nominated By: Supervisor Catherine Stefani, District 2


[email protected]


[email protected]


Fireside Camera was founded in 1954 by William and Egon Fireside as an independent photo store in the

Marina District. For 40+ years, Egon Fireside photographed many of San Francisco’s elite, specializing in

weddings, portraits, and event photography and becoming one of San Francisco’s most renowned wedding

photographers.

In the 1970s, photography became more commonplace and people took more of their own family pictures,

so Fireside Studios evolved and added retail to its services. This change was reflected in the name which

changed to Fireside Camera. Fireside Camera was one of the first importers of Olympus cameras. As retail

became a larger and larger part of the business, sales people were hired, including Jack Shim in 1976,

Edmond Lee in 1983, and Spencer Pon in 1984. At the turn of the century, Egon and his wife Lucy decided

to retire and offered the store to Shim, Lee and Pon, who purchased the business and are the current

owners. Under their ownership, the business has kept alive the “service first” attitude that made Fireside

Camera the destination for all of San Francisco’s photographic needs.

The business is located on the southwest corner of Chestnut and Steiner streets in the Marina District. It is

within a NC‐2 (Neighborhood Commercial, Small Scale) Zoning District and a 40‐X Height and Bulk

District.

STAFF ANALYSIS

Review Criteria




Yes. Fireside Camera qualifies for listing on the Legacy Business Registry because it meets all of

the eligibility Criteria:



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Multiple Addresses

iv. Fireside Camera has operated continuously in San Francisco for 64 years.

v. Fireside Camera has contributed to the history and identity of San Francisco by serving

as a photograph and camera store.

vi. Fireside Camera is committed to maintaining the physical features and traditions that



Yes. The business is associated with the art of photography.


No.




formally evaluated.


No. However, the property was included in the Neighborhood Commercial Buildings Historic

Resource Survey conducted by the Planning Department in the summers of 2014 and 2015, and it

was found not to be architecturally significant for its storefront.


Yes. Fireside Camera has consistently been one of the highest rated camera stores in San Francisco

on YELP.



2117 Chestnut Street


Selection of new and used camera equipment

Film processing and digital printing services

Signage

Cabinets originally bought by the Firesides


• None



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Multiple Cases

Multiple Addresses


Case No.: 2018‐013142LBR

Business Name: House of Bagels

Business Address: 5030 Geary Boulevard

Zoning: NC‐3 (Neighborhood Commercial, Moderate Scale)


Block/Lot: 1446/026

Applicant: Michael Puente, Owner

5030 Geary Boulevard


Nominated By: Supervisor Sandra Lee Fewer, District 1


[email protected]


[email protected]


House of Bagels opened in 1962 in its original location on 2nd Avenue and Geary Boulevard in the

Richmond District. Their famous bagel recipe and manufacturing process were brought here from

Brooklyn, New York, by a native New Yorker. According to the owner’s research, there were no authentic

bagels in Northern California. House of Bagels serves the Jewish and East Coast expatriate community with

an authentic East Coast bakery experience.

Sidney Chassey opened the business and ran it with his wife, Mary Chassey. In 1964, Miguel Puente, started

working at the House of Bagels and eventually become the second owner. In addition to bagels, the bakery

makes every day artisan breads (fresh challahs and rye), traditional cookies (hamentashen, black and white

cookies, rugelach and Russian tea cakes), and cookies and pastries. According to the owner, House of

Bagels is the only place in San Francisco where one can get a real black and white cookie (lemon cake

topped with chocolate and vanilla frosting), a cheese pocket, a kuchel or a mandlebrot.

The business is located on the north side of Geary Boulevard between 14th and 15th avenues in the Inner

Richmond neighborhood. It is within a NC‐3 (Neighborhood Commercial, Moderate Scale) Zoning District

and a 40‐X Height and Bulk District.

STAFF ANALYSIS

Review Criteria




Yes. House of Bagels qualifies for listing on the Legacy Business Registry because it meets all of the

eligibility Criteria:

vii. House of Bagels has operated continuously in San Francisco for 56 years.



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Multiple Addresses

viii. House of Bagels has contributed to the history and identity of San Francisco by serving

as a bagel shop and bakery.

ix. House of Bagels is committed to maintaining the physical features and traditions that



Yes. The business is associated with the art of bagel making and baking.


No.




formally evaluated.


No. However, the property was included in the Neighborhood Commercial Buildings Historic

Resource Survey conducted by the Planning Department in the summers of 2014 and 2015, and it

was found not to be architecturally significant for its storefront.


Yes. House of Bagels won ̋ Best of for Deli and Take‐Out” in the 2006 SF Weeklyʹs ̋ Best ofʺ Readerʹs

Poll and has continued get accolades from customers and the press alike. Annually, House of

Bagels wins the ʺBest Bagelʺ recognition from the ʺJ Weekly Readerʺ as well as best of awards from

a variety of local magazines:

• Jewish Reader’s Choice Award “Best Bagel”: 2004, 2005, 2006, 2007, 2008, 2009, 2010,

• 2011, 2012, 2013, 2014, 2015, 2016, 2017

• SF Weekly “Best of” Reader’s Poll “Best Deli”: 2006

• SF Weekly “Best of” Reader’s Poll “Best Sandwich”: 2007

• SF Weekly “Best of” Editor’s Choice “Best Bagel”: 2008

• San Francisco Bay Guardian Best of the Bay BEST BAGEL BONA FIDES: 2008

• SF Chronicle’s BayList Best Bagel SF: 2008

• Give Something Back Award: 2009

• Geary Merchant’s Award: 2009



5030 Geary Boulevard


“Bay‐Gull” sign from 1968

Mural

Original New York‐style bagel recipe and methods



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Multiple Cases

Multiple Addresses

Artisan baked goods


• None

www.sfplanning.org

Historic Preservation Commission Draft Resolution No. ###

HEARING DATE: OCTOBER 17, 2018 Case No.: 2018-013136LBR Business Name: Balboa Theatre Business Address: 3630 Balboa Street Zoning: NC-2 (Neighborhood Commercial, Small Scale) 40-X Height and Bulk District Block/Lot: 1580/003A Applicant: Adam Bergeron and Jaimi Holker

3630 Balboa Street San Francisco, CA 94121

Nominated By: Supervisor Sandra Lee Fewer, District 1 Staff Contact: Shelley Caltagirone - (415) 558-6625

[email protected] Reviewed By: Tim Frye – (415) 575-6822

[email protected]

ADOPTING FINDINGS RECOMMENDING TO THE SMALL BUSINESS COMMISSION APPROVAL OF THE LEGACY BUSINESS REGISTRY NOMINATION FOR BALBOA THEATRE CURRENTLY LOCATED AT 3630 BALBOA STREET, (BLOCK/LOT 1580/003A). WHEREAS, in accordance with Administrative Code Section 2A.242, the Office of Small Business maintains a registry of Legacy Businesses in San Francisco (the "Registry") to recognize that longstanding, community-serving businesses can be valuable cultural assets of the City and to be a tool for providing educational and promotional assistance to Legacy Businesses to encourage their continued viability and success; and WHEREAS, the subject business has operated in San Francisco for 30 or more years, with no break in San Francisco operations exceeding two years; and WHEREAS, the subject business has contributed to the City’s history and identity; and WHEREAS, the subject business is committed to maintaining the traditions that define the business; and WHEREAS, at a duly noticed public hearing held on October 17, 2018, the Historic Preservation Commission reviewed documents, correspondence and heard oral testimony on the Legacy Business Registry nomination.

Resolution No. ### October 17, 2018

2

CASE NO. 2018-013136LBR 3630 Balboa Street

THEREFORE BE IT RESOLVED that the Historic Preservation Commission hereby recommends that Balboa Theatre qualifies for the Legacy Business Registry under Administrative Code Section 2A.242(b)(2) as it has operated for 30 or more years and has continued to contribute to the community.

BE IT FURTHER RESOLVED that the Historic Preservation Commission hereby recommends safeguarding of the below listed physical features and traditions for Balboa Theatre. Location(s):

• 3630 Balboa Street Physical Features or Traditions that Define the Business:

• Marquee • Primary façade with shaped parapet, window openings, central and recessed entrance, and flanking

storefront openings • Blade sign • Interior spaces, including the ticketing area, lobby, and original auditorium volume • Original interior ornamental features • Film programming

BE IT FURTHER RESOLVED that the Historic Preservation Commission’s findings and recommendations are made solely for the purpose of evaluating the subject business's eligibility for the Legacy Business Registry, and the Historic Preservation Commission makes no finding that the subject property or any of its features constitutes a historical resource pursuant to CEQA Guidelines Section 15064.5(a).

BE IT FURTHER RESOLVED that the Historic Preservation Commission hereby directs its Commission Secretary to transmit this Resolution and other pertinent materials in the case file 2018-013136LBR to the Office of Small Business.

I hereby certify that the foregoing Resolution was ADOPTED by the Historic Preservation Commission on October 17, 2018.

Jonas P. Ionin

Commission Secretary

AYES: NOES: ABSENT: ADOPTED:

www.sfplanning.org


HEARING DATE: OCTOBER 17, 2018 Case No.: 2018-013141LBR Business Name: Fireside Camera Business Address: 2117 Chestnut Street Zoning: NC-2 (Neighborhood Commercial, Small Scale) 40-X Height and Bulk District Block/Lot: 0490/047 Applicant: Spencer Pon, CFO

3630 Balboa Street San Francisco, CA 94121

Nominated By: Supervisor Catherine Stefani, District 2 Staff Contact: Shelley Caltagirone - (415) 558-6625


[email protected]

ADOPTING FINDINGS RECOMMENDING TO THE SMALL BUSINESS COMMISSION APPROVAL OF THE LEGACY BUSINESS REGISTRY NOMINATION FOR FIRESIDE CAMERA CURRENTLY LOCATED AT 2117 CHESTNUT STREET, (BLOCK/LOT 0490/047). WHEREAS, in accordance with Administrative Code Section 2A.242, the Office of Small Business maintains a registry of Legacy Businesses in San Francisco (the "Registry") to recognize that longstanding, community-serving businesses can be valuable cultural assets of the City and to be a tool for providing educational and promotional assistance to Legacy Businesses to encourage their continued viability and success; and WHEREAS, the subject business has operated in San Francisco for 30 or more years, with no break in San Francisco operations exceeding two years; and WHEREAS, the subject business has contributed to the City’s history and identity; and WHEREAS, the subject business is committed to maintaining the traditions that define the business; and WHEREAS, at a duly noticed public hearing held on October 17, 2018, the Historic Preservation Commission reviewed documents, correspondence and heard oral testimony on the Legacy Business Registry nomination.


2

CASE NO. 2018-013141LBR 2117 Chestnut Street

THEREFORE BE IT RESOLVED that the Historic Preservation Commission hereby recommends that Fireside Camera qualifies for the Legacy Business Registry under Administrative Code Section 2A.242(b)(2) as it has operated for 30 or more years and has continued to contribute to the community.

BE IT FURTHER RESOLVED that the Historic Preservation Commission hereby recommends safeguarding of the below listed physical features and traditions for Fireside Camera. Location(s):

• 2117 Chestnut Street Physical Features or Traditions that Define the Business:

• Selection of new and used camera equipment • Film processing and digital printing services • Signage • Cabinets originally bought by the Firesides




Jonas P. Ionin



www.sfplanning.org


HEARING DATE: OCTOBER 17, 2018 Case No.: 2018-013142LBR Business Name: House of Bagels Business Address: 5030 Geary Boulevard Zoning: NC-3 (Neighborhood Commercial, Moderate Scale) 40-X Height and Bulk District Block/Lot: 1446/026 Applicant: Michael Puente, Owner

5030 Geary Boulevard San Francisco, CA 94118

Nominated By: Supervisor Sandra Lee Fewer, District 1 Staff Contact: Shelley Caltagirone - (415) 558-6625


[email protected]

ADOPTING FINDINGS RECOMMENDING TO THE SMALL BUSINESS COMMISSION APPROVAL OF THE LEGACY BUSINESS REGISTRY NOMINATION FOR HOUSE OF BAGELS CURRENTLY LOCATED AT 5030 GEARY BOULEVARD, (BLOCK/LOT 1446/026). WHEREAS, in accordance with Administrative Code Section 2A.242, the Office of Small Business maintains a registry of Legacy Businesses in San Francisco (the "Registry") to recognize that longstanding, community-serving businesses can be valuable cultural assets of the City and to be a tool for providing educational and promotional assistance to Legacy Businesses to encourage their continued viability and success; and WHEREAS, the subject business has operated in San Francisco for 30 or more years, with no break in San Francisco operations exceeding two years; and WHEREAS, the subject business has contributed to the City’s history and identity; and WHEREAS, the subject business is committed to maintaining the traditions that define the business; and WHEREAS, at a duly noticed public hearing held on October 17, 2018, the Historic Preservation Commission reviewed documents, correspondence and heard oral testimony on the Legacy Business Registry nomination.


2

CASE NO. 2018-013142LBR 5030 Geary Boulevard

THEREFORE BE IT RESOLVED that the Historic Preservation Commission hereby recommends that House of Bagels qualifies for the Legacy Business Registry under Administrative Code Section 2A.242(b)(2) as it has operated for 30 or more years and has continued to contribute to the community.

BE IT FURTHER RESOLVED that the Historic Preservation Commission hereby recommends safeguarding of the below listed physical features and traditions for House of Bagels. Location(s):

• 5030 Geary Boulevard Physical Features or Traditions that Define the Business:

• “Bay-Gull” sign from 1968 • Mural • Original New York-style bagel recipe and methods • Artisan baked goods




Jonas P. Ionin



CITY AND COUNTY OF SAN FRANCISCO LONDON N. BREED, MAYOR

OFFICE OF SMALL BUSI NESS

REGINA DICK-ENDRIZZI , DIRECTOR

1 DR. CARLTON B. GOODLETT PLACE, ROOM 110, SAN FRANCISCO, CALIFORNIA 94102-4681 (415) 554-6134 / www.s fos b.org / legacybus iness@sfgov. org

Application No.: LBR-2018-19-007 Business Name: Balboa Theatre Business Address: 3630 Balboa Street District: District 1 Applicant: Adam Bergeron and Jaimi Holker, Owner/Operator Nomination Date: July 17, 2018 Nominated By: Supervisor Sandra Lee Fewer CRITERION 1: Has the applicant has operated in San Francisco for 30 or more years, with no break in San Francisco operations exceeding two years? X Yes No 3630 Balboa Street from 1926 to Present (92 years) CRITERION 2: Has the applicant contributed to the neighborhood's history and/or the identity of a particular neighborhood or community? X Yes No CRITERION 3: Is the applicant committed to maintaining the physical features or traditions that define the business, including craft, culinary, or art forms? X Yes No NOTES: N/A DELIVERY DATE TO HPC: September 19, 2018 Richard Kurylo Manager, Legacy Business Program


Application Review Sheet

City Hall • 1 Dr. Carlton B. Goodlett Place • Room 244 • San Francisco, California 94102-4689 • (415) 554-7410

Fax(415) 554-7415 • TDD/TTY(415) 554-5227 • E-mail: [email protected]

Member, Board of Supervisors

District 1

SANDRA LEE FEWER 李麗嫦市參事

City and County of San Francisco

July 17, 2018

Director Regina Dick-Endrizzi

Legacy Business Program


Office of Small Business

1 Dr. Carlton B. Goodlett Place, Room 110


Re: Nomination of Balboa Theater to the Legacy Business Registry

Dear Director Dick-Endrizzi,

I write with the distinct pleasure of nominating the Balboa Theatre to the Legacy Business Registry. The

Balboa Theater is among San Francisco’s oldest operating movie theaters; it has screened everything

from silent films to modern classics for over 90 years, after being constructed in 1926. Impressively, the

Balboa Theatre has maintained art-deco elements in the lobby and has lovingly restored the marquee that

lights up the Outer Balboa corridor. The Balboa is a true gem and is a local neighborhood theatre that is

maintaining its identity and local color in times where corporate cinemas and movie-streaming are

changing the industry. It is home to two cozy showing rooms, and a myriad of special screenings and

double features. Balboa Theater has regularly hosted community events that are a draw for residents and

visitors alike, such as the Bengali Film Fest and Bay Area Godzilla Night.

The Balboa Theatre also has the distinction of being part of the SF Neighborhood Theater Foundation, a

501(c)(3) non-profit which helps preserve and maintain other neighborhood movie theaters in the city.

The Balboa Theater has grown into a Richmond District centerpiece, where generations of families and

friends have gathered for the latest blockbusters and classics alike. Today, the weekly ‘Popcorn Palace’

Saturday morning features are a popular outing for many Richmond District families.

I believe that the Balboa Theatre would benefit greatly from being a part of San Francisco’s Legacy

Business Registry.

Thank you for your consideration. If you have any questions, please do not hesitate to contact my office.

Sincerely,

Sandra Lee Fewer

BALBOA THEATRE Section 4: Written Historical Narrative

CRITERION 1

a. Provide a short history of the business from the date the business opened in San Francisco to the present day, including the ownership history. For businesses with multiple locations, include the history of the original location in San Francisco (including whether it was the business's founding and or headquartered location) and the opening dates and locations of all other locations.

The Balboa Theatre (“the Balboa”) opened its doors at 3630 Balboa Street in San Francisco on February 27, 1926. The original owner, Samuel H. Levin, hired renowned architects James and Merritt Reid to design and build a neighborhood theater to service the Outer Richmond district. It was originally called the “New Balboa” in order to distinguish it from a theater with the same name in the Sunset district. The theater was more modest than some of the theaters designed by the Reid Brothers and made to blend in with the more suburban surroundings of the neighborhood. It had one large auditorium which sat almost 800 people.

In the 1920s, 1930s and 1940s the “New Balboa” got feature films a week or so after they opened on Market Street, and generally played films for a few days, often having multiple movies each day. On Wednesday and Thursday nights, patrons got one piece of china with their admission, and could have a complete 52 piece set of dinnerware over the course of a year. A poster advertising this is still framed and on display at the theater. In time, the name was changed to the Balboa Theatre.

The Balboa was owned by the Levin family until the 1970s, at which point it changed hands a few times but remained continually open. In 1978, it was converted into a two screen theater. Gary Meyer bought the business in 2004 and sold it to current owners Adam Bergeron and Jaimi Holker on January 1, 2012.

Under the guidance of Gary Meyer, and then Adam Bergeron and Jaimi Holker, the theater has become a focal point for the neighborhood, both physically and culturally. The prominent neon marquee, which has been meticulously maintained to look just as it did in the 1930s, defines the business district in the outer Balboa Street corridor and creates a hub around which there is a vibrant restaurant, café and bar social scene which is aided by the popularity of the movies shown at the theater. The creative and inclusive programming provides entertainment for people from all walks of life and promotes a lively atmosphere for neighborhood patrons and visiting guests alike. Every effort is made to provide a wide range of movie offerings so that all people in the Outer Richmond and the entire city feel included and can find something they like.

We at the Balboa Theatre are committed to keeping the theater alive and vibrant. We hope to continue to provide movies and fun to the neighborhood for many years to come.

b. Describe any circumstances that required the business to cease operations in San Francisco for more than six months?

The business has been open continuously since 1926.

c. Is the business a family-owned business? If so, give the generational history of the business.

The Balboa Theatre was owned by the Levin family until the 1970s and is now owned by husband and wife Adam Bergeron and Jaimi Holker.

d. Describe the ownership history when the business ownership is not the original owner or a family-owned business.

A history of the business ownership is as follows: 1926 to 2001: Samuel H. Levin and the Levin Family Trust 2001 to 2011: Gary Meyer 2012 to Present: Adam Bergeron and Jaimi Holker

The Balboa Theatre's original owner was theater operator Samuel H. Levin. It was an era when new movie houses seemed to be popping up every month. “Most of these theaters were operated by the same few families, like the Levins,' explains Alfonso Felder, president of the San Francisco Neighborhood Theater Foundation (SFNTF)."1

“Over the next few decades, the Balboa would survive the boom of multiplex theaters that threatened and ultimately claimed many of its contemporaries, including the neighboring Alexandria and Coliseum. It stayed in business thanks to a succession of devoted owners, starting with local film enthusiast Gary Meyer. Under Meyer's watch, the theater underwent a series of much-needed renovations. It also began hosting events and themed programming, which brought in a new wave of interest. In 2012, Meyer passed the reins to Adam Bergeron and his wife, Jaimi Holker, who continue to own and operate the Balboa as part of CinemaSF.”2

e. When the current ownership is not the original owner and has owned the business for less than 30 years, the applicant will need to provide documentation of the existence of the business prior to current ownership to verify it has been in operation for 30+ years. Please use the list of supplemental documents and/or materials as a guide to help demonstrate the existence of the business prior to current ownership.

Documentation of the existence of the business prior to current ownership to verify it has been in operation for 30+ years is included in the Legacy Business Registry application.

1 Nikki Collister, Hoodline, The Story Of The Outer Richmond's Historic Balboa Theatre, June 1, 2016. 2 Ibid.

f. Note any other special features of the business location, such as, if the property associated with the business is listed on a local, state, or federal historic resources registry.

The Balboa Theatre's design was modest compared to most of the other local theaters the Reid Brothers had built. The exterior of the building is reminiscent of a Spanish mission. The lobby is inspired by Art Deco. Many of the interior features are reminiscent of the “Alhambra” style of architecture, including some nice ornate cut outs in the walls where posters can hang. Subsequent decorations inside the theater lobby have honored the Alhambra style by using the mosque-style corners on the cut outs in other areas of the theater.

The historic resource status of the building at 3630 Balboa Street is classified by the Planning Department as “Category B” (Unknown / Age Eligible) with regard to the California Environmental Quality Act.

CRITERION 2

a. Describe the business's contribution to the history and/or identity of the neighborhood, community or San Francisco.

“As one of the city's oldest operating movie theaters, the Balboa has provided entertainment to generations of San Franciscans over the years, screening everything from silent films to summer blockbusters to cult classics. Its location at 38th Avenue means it's not always the most convenient place to catch a flick, unless you live in the area. But for many city dwellers, the 90-year-old theater is a local favorite, and a lasting remnant of the days when neighborhood theaters were king.”3

“In its early days, the Balboa was a destination for eager moviegoers to see the latest silent films, with a single auditorium that sat up to 800 people. Along with nearby Richmond venues the Alexandria and the Coliseum, the New Balboa found success by providing the city's westside residents with an ever-changing rotation of popular films. Over the years, the theater saw the transition of film from silent to sound, from black and white to vibrant Technicolor. It also adopted its present name after the original Balboa became the Westwood. As the movie industry evolved, the small Richmond establishment adjusted its offerings, but kept its core business model the same”4

Today, the Balboa Theatre shows a combination of first-run feature films and themed screenings, along with family-friendly movies every Saturday morning and classic films on Thursday evenings.5

3 Nikki Collister, Hoodline, The Story Of The Outer Richmond's Historic Balboa Theatre, June 1, 2016. 4 Ibid. 5 Ibid.

b. Is the business (or has been) associated with significant events in the neighborhood, the city, or the business industry?

The Balboa Theater hosts many specialty events geared towards keeping the theater programming original and interesting for the neighborhood constituents. There are “Balboa Classics” on Thursday nights, showing a wide range of classic films. Ani-Mondays present a different animated feature each third Monday of the month. Rewind Wednesday presents movies of the 80s and 90s on VHS. There is a monthly music documentary series on the last Wednesday of the month. On Saturday and Sunday mornings there is often children's movies presented at a discount rate ($10 admission, which includes popcorn and a drink). These include either new releases which are family-friendly, or classic kids movies from throughout movie history. The Balboa also takes great pride in premiering local filmmakers. Strephon Taylor of November Fire Films has premiered six films at the Balboa, including Playland-At-The-Beach, Sutra’s: The Palace At Land’s End, San Francisco Cable Cars, The Cliff House and the upcoming I Believe In Halloween.

The Balboa Theatre participates in the annual Playland-on-Balboa music festival. The free event brings local makers, food vendors, musicians and family-friendly fun to Balboa Street between 35th and 38th avenues, which is closed to street traffic from 10 a.m. to 5 p.m. In the second year of the event in 2018, the Balboa had a free 10 a.m. screening of cartoons for children followed by two films by Strephon Taylor, "Sutra's: The Palace at Land's End," and "Playland at the Beach," a look at the former amusement park that was once the area's main attraction.6

c. Has the business ever been referenced in an historical context? Such as in a business trade publication, media, or historical documents?

The Balboa Theater has been featured a number of times in the San Francisco Chronicle, as well as the Richmond District Blog, Hoodline Magazine, Via Magazine, Sunset Magazine and Cinema Treasures.

d. Is the business associated with a significant or historical person?

Previous owner Gary Meyer was one of the founders of Landmark Theaters, a nationwide chain of arthouse theaters.

e. How does the business demonstrate its commitment to the community?

The Balboa Theatre is home to discounted movies for kids on Saturday mornings, discounted or free school screenings throughout the school year, birthday parties, educational screenings, classic film screenings, film festivals, double features, seasonally-themed screenings, jazz music screening events and much more.

6 Nicole Newman, Hoodline, Outer Richmond music festival returns for 2nd year, July 25, 2018.

The theater works with the Balboa Village Merchants Association, the San Francisco Neighborhood Theater Foundation, the Richmond District Neighborhood Center and many other local organizations.

The Balboa Theater donates packs of tickets to all San Francisco Public Schools to be used for auction purposes, and regularly hosts fundraising screenings for Lafayette Elementary, and Argonne School. The Balboa hosts an annual fundraising event for Sunset Co-operative Nursery School. The Balboa also hosts events for elderly people with Alzheimer’s Disease three times a year.

f. Provide a description of the community the business serves.

The Balboa Theater serves the Richmond District, which is a rich and diverse neighborhood. The constituency includes young children and their families, the elderly and all points in between. The theater is equipped with the latest in Assisted Listening Devices, so the theater is accessible for the blind or the deaf or people with any disabilities.

g. Is the business associated with a culturally significant building/structure/site/object/interior?

The Balboa Theater marquee has come to signify the Outer Richmond District and serves as a symbol of the area. It is a large point of pride for many Richmond residents.

h. How would the community be diminished if the business were to be sold, relocated, shut down, etc.?

The Balboa Theatre is one of the very last neighborhood theaters still operating in San Francisco.

If the Balboa Theatre were to close, San Francisco would lose a very important link to its past, and a vibrant community center. It is a place where people of all races, genders and ages meet and enjoy an innocent entertainment event. It is a place where neighborhood schools and camps can count on for fundraising and a place to take students as a prize for their job well done.

CRITERION 3

a. Describe the business and the essential features that define its character.

The Balboa Theatre was built by Samuel H. Levin as part of his chain of neighborhood theatres known as San Francisco Theatres Inc. It opened as the New Balboa Theatre on February 27, 1926, with a seating capacity for 800. It was designed by brothers James & Merritt Reid, renowned architects who also designed the Cliff House, Fairmont Hotel, Spreckels Temple of Music in Golden Gate Park and many other theatres in the Bay Area. The Balboa Theatre was

remodeled after a 1940s fire. By the 1960s, the Balboa Theatre had very long runs of blockbuster films, at popular prices, including 92 weeks in 1966 and 1967 for “The Sound of Music,” which followed the roadshow engagement at the United Artists Theatre on Market Street. After another fire in in 1978, the theater was twinned.

The theater was run by the Levin family for almost 60 years until February 2001. At that time the Balboa Theatre, which was showing second-run films, underwent a renaissance thanks to the efforts by the co-owner of Landmark Theatres chain, Gary Meyer, who leased it from the Levin family. Meyer showed quality second-run films at very reasonable prices and his efforts built a buzz around town. He renovated the theatre and included revival and film festival screenings. He later switched to first-run films.

Meyer ran the theater as a labor of love, but after a decade felt it was time for a change. The master lease was turned over to the San Francisco Neighborhood Theatre Foundation in late 2011 under a lease lasting through 2024. In February 2012, Meyer stepped down from being in charge. The Balboa Theatre is now part of the new CinemaSF organization.

The Balboa Theatre has 307 seats in auditorium 1 and 226 seats in auditorium 2. Both auditoriums have been equipped with Dolby 5.1 sound systems since 2013.7

b. How does the business demonstrate a commitment to maintaining the historical traditions that define the business, and which of these traditions should not be changed in order to retain the businesses historical character? (e.g., business model, goods and services, craft, culinary, or art forms)

The present owners are committed to maintaining the business as a theater. “With a small theater like this, it's really a labor of love, something you do because you enjoy it," said owner Adam Bergeron, noting that neighborhood theaters are not the most lucrative businesses to operate.8

In 2013, the Balboa was given a deadline by distribution companies to convert its projectors from film to digital. After January 1, 2014, they would stop making 35mm films, and everything would need to be converted to digital. Without meeting the distribution companies’ requirements, the Balboa Theatre couldn't show new movies. The costly upgrade compounded the existing financial strains of small theaters across the city, leaving many of them with no choice but to close their doors after decades of operation. If it couldn't make the leap, the Balboa faced a similar fate. So the Balboa Theatre launched a Kickstarter campaign to raise money for the digital conversion. The result far exceeded expectations: a total of 1,063 supporters raised over $100,000, with backers coming from as far as Germany. The Balboa is now fully equipped with digital projection and surround sound. It shows a combination of first

7 Cinema Treasures, http://cinematreasures.org/theaters/725. 8 Nikki Collister, Hoodline, The Story Of The Outer Richmond's Historic Balboa Theatre, June 1, 2016.

run feature films and themed screenings, along with family-friendly movies every Saturday morning and classic films on Thursday evenings.9

The main goal of the San Francisco Neighborhood Theater Foundation is to continue to have the Balboa Theatre as a great resource for the people in the Richmond. SFNTF wants to ensure the theater can serve the neighborhood for many years to come.10

c. How has the business demonstrated a commitment to maintaining the special physical features that define the business? Describe any special exterior and interior physical characteristics of the space occupied by the business (e.g. signage, murals, architectural details, neon signs, etc.).

The beautiful Balboa Theater marquee requires constant maintenance. Due to its proximity to the ocean, the neon needs repairing approximately three times a year. The underside of the marquee has 24 fluorescent bulbs which all had to have their ballasts replaced in July of 2018. The marquee still operates in the original analog system that it had in 1926, in which a click system creates the B-A-L-B-O-A sequence which is such a delight for the neighborhood. That system requires regular maintenance and is a great example of an old technology that can continue to exist if properly maintained.

d. When the current ownership is not the original owner and has owned the business for less than 30years; the applicant will need to provide documentation that demonstrates the current owner has maintained the physical features or traditions that define the business, including craft, culinary, or art forms. Please use the list of supplemental documents and/or materials as a guide to help demonstrate the existence of the business prior to current ownership.

The Balboa Theatre has been maintained as a theater since it opened in 1926.

9 Nikki Collister, Hoodline, The Story Of The Outer Richmond's Historic Balboa Theatre, June 1, 2016. 10 Ibid.

A BRIEF HISTORY OF

NEIGHBORHOOD THEATERS IN SAN

FRANCISCO

Most of San Francisco's neighborhood movie

theaters opened between 1910 and 1930 as new

neighborhoods blossomed along streetcar lines that

radiated out from the center of the city. Many of the

oldest theaters were built in the inner

neighborhoods and were small, gem-sized theatres

like the like the Clay on Fillmore Street. Larger

neighborhood theaters were developed in the late

teens and twenties including theaters like the New

Mission, Alexandria and Metro.

Most of San Francisco's neighborhood theaters were

built by a small group of enterprising local theatre

operators who each developed their own small

circuits of neighborhood theaters. The most

DOWNTOWN /

TENDERLOIN

Market Street

Theaters Photos | History

NORTH BEACH /

CHINATOWN / RUSSIAN

HILL

Alhambra Theatre Photos | History

Royal Theatre Photos | History

Pagoda Palace

Theatre Photos | History

WESTERN ADDITION

Uptown Theatre Photos | History

HISTORY

Page 1 of 4History — San Francisco Neighborhood Theater Foundation

8/6/2018http://sfntf.squarespace.com/history/

prominant San Francisco theater operators were

Samuel H. Levin whose theaters included the Metro,

Balboa and Harding Theatres, Abraham Nasser

whose holdings included the Alhambra, Castro and

Royal Theatres and Louis Greenfield who owned

both the New Fillmore and New Mission Theatres.

Other operators owned theatres throughout the City,

but most of the City's neighborhood theaters were

owned by one of a half dozen operators.

For most of the first half of the 20th century, San

Francisco's neighborhood theaters were primarily

second and third-run houses that featured films only

after they had completed their runs at one of the

large, studio-operated Market Street theaters. Large

neighborhood theaters like the New Mission

occassionally featured first-run films, but most

neighborhood theaters screened second-run films

exclusively until after anti-trust action wrestled the

downtown theatres free from the control of the

Hollywood studios and shook up the film-exhibition

industry.

In the 1950s movie theaters accross the country

struggled to compete with television and central city

theatres struggled as populations shifted to outlying

suburban areas. In San Francisco, the glory of many

of the Market Street theaters began to fade and it

would not be long before these theaters ceased to

operate as film venues. Many neighborhood theaters

held on, sometimes shifting to first-run programming

or to screening foreign films. As the mult-plex craze

began to hit the country, a number of neighborhood

theaters were twinned or tri-plexed in an effort to

keep them competetive with more modern, multi-

screen suburban complexes with plenty of parking.

Fortunately, the population density of San Francisco

provided many neighborhood theaters with large

audiences long after similar theaters in other cities

had closed their doors. The lack of avaiable land in

New Fillmore


Harding Theatre Photos | History

MARINA / PACIFIC

HEIGHTS

Metro Theatre Photos | History

Clay Theatre Photos | History

Vogue Theatre Photos | History

RICHMOND DISTRICT

Coliseum Theatre Photos | History

Alexandria Theatre Photos | Histry

Coronet Theatre Photos | History

Balboa Theatre Photos | History

HAIGHT / INNER

SUNSET

Haight Theatre Photos | History

Midtown Theatre Photos | History

Irving Theatre Photos | History

SUNSET / WEST

PORTAL

Surf Theatre Photos | History

Parkside Theatre Photos | History

Empire Theatre Photos | History

MISSION / BERNAL

HEIGHTS



the City also contributed to the ability of many

neighborhood theaters to survive. There was simply

no place to develop competing multi-screen theater

complexes within the City. As a result, while the city

has lost dozens of neighborhood theatres over the

last 30 years, it has also managed to hold on to a

small, but vital network of neighborhood theaters.

With approximately a dozen theaters still operating,

San Francisco is one of only a couple of American

cities that retains a critical mass of neighborhood

movie theaters. In other cities isolated landmark

theaters remain, but the networks of neighborhood

theaters have been abandoned - lost treasures of

more neighborhood-focussed eras. Most of the

theaters that remain continue to thrive as focal

points of neighborhood commercial streets and offer

a wonderful ammenity to San Franciscans who can

still walk to the movies.

The following links provide a look at many of San

Francisco's neighborhood movie theaters. Theaters

are grouped by neighborhood and individual

histories of some theatres are also available.

Roxie Theatre Photos | History

Victoria Theatre Photos | History

El Capitan Theatre Photos | History

Tower Theatre Photos | History

New Mission


Grand Theatre Photos | History

Wigwam / Crown / Cine Latino


Roosevelt / York


Lyceum Theatre Photos | History

NOE VALLEY / CASTRO

Noe Theatre Photos | History

Castro Theatre Photos | History

OUTER MISSION /

EXCELSIOR / INGLESIDE

Excelsior Theatre Photos | History

Amazon / Apollo


El Rey Theatre Photos | History

NOE VALLEY / CASTRO

Avenue Theatre Photos | History

Bayview Theatre Photos | History



S e arch by Movie Th e ate r, City, orZipcode

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Page 1 of 3Balboa Theatre in San Francisco, CA - Cinema Treasures

8/6/2018http://cinematreasures.org/theaters/725

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cmbus s mannon Fe bruary 4, 2016at8:11 am

Adde d tw o lobby ph otos from De c.2015.

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Exte riorand lobby ph otos from July 2015.

tommys foon Nove m be r15, 2016at5:39 pm

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s te ve njon Nove m be r16, 2016at11:54am

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davidcoppockon March 10, 2018at6:25 am

Did its cre e n th e m ovie “Balboa”?

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Contribute d by Ros s Me lnick , H ow ard B.H aas

G e tMovie Tick e ts & S h ow tim e s

Recentcom m ents(view all34 com m ents)

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https://hoodline.com/2016/06/the-story-of-the-outer-richmond-s-historic-balboa-theatre

The Story Of The Outer Richmond's Historic Balboa Theatre

Photos: Nikki Collister/Hoodline Wed. June 1, 2016 by Nikki Collister There was a time, not too long ago, when the neon glow of a marquee designated the beating heart of a neighborhood: a place for locals to gather, mingle, and enjoy the latest Hollywood production. And in the Outer Richmond, at least, that still holds true.

The Art Deco-inspired lobby of the Balboa Theatre (3630 Balboa St.) is a glimpse back in time, filled with historic movie posters and eye-catching curiosities from yesteryear. The week’s movies are inscribed in chalk behind a long counter that serves as both the box office and concession stand. Concessions include the usual popcorn, hot dogs, and soda, as well as some unique treats—where else can you get It's-Its and Capri Sun at a movie theater?

As one of the city's oldest operating movie theaters, the Balboa has provided entertainment to generations of San Franciscans over the years, screening everything from silent films to summer blockbusters to cult classics. Its location at 38th Avenue means it’s not always the most convenient place to catch a flick, unless you live in the area. But for many city dwellers, the 90-year-old theater is a local favorite, and a lasting remnant of the days when neighborhood theaters were king.

The Balboa's history begins in 1926, when theater operator Samuel H. Levin hired renowned architects James and Merritt Reid to design what was originally called the “New Balboa,” in order to distinguish it from a theater with the same name in the Sunset.

It was an era when new movie houses seemed to be popping up every month. "Most of these theaters were operated by the same few families, like the Levins," explains Alfonso Felder, president of the San Francisco Neighborhood Theater Foundation (SFNTF). "Not everyone knows that, but the ties between some of our theaters go back almost a century."

The New Balboa’s design was modest compared to most of the other local theaters the Reid Brothers had built: its exterior, reminiscent of a Spanish mission, was simple and unadorned, blending into its suburban surroundings.

The Balboa in 1972. (Photo: Courtesy of the San Francisco History Center, SF Public Library)

In its early days, the Balboa was a destination for eager moviegoers to see the latest silent films, with a single auditorium that sat up to 800 people. Along with nearby Richmond venues the Alexandria and the Coliseum, the New Balboa found success by providing the city's westside residents with an ever-changing rotation of popular films.

Over the years, the theater saw the transition of film from silent to sound, from black and white to vibrant Technicolor. It also adopted its present name, after the original Balboa became the Westwood. As the movie industry evolved, the small Richmond establishment adjusted its offerings, but kept its core business model the same.

"The Balboa has always been a neighborhood theater in the truest form," says Felder. "These types of theaters would show popular films after they debuted on Market Street, bringing those movies to the people in the neighborhoods."

After a fire damaged much of its original interior in 1978, the Balboa turned its one large auditorium into two smaller screening rooms, and has kept the same layout since then.

Over the next few decades, the Balboa would survive the boom of multiplex theaters that threatened and ultimately claimed many of its contemporaries, including the neighboring Alexandria and Coliseum. It stayed in business thanks to a succession of devoted owners, starting with local film enthusiast Gary Meyer.

Under Meyer's watch, the theater underwent a series of much-needed renovations. It also began hosting events and themed programming, which brought in a new wave of interest.

In 2011, Meyer passed the reins to Adam Bergeron and his wife, Jaimi Holker, who continue to own and operate the Balboa as part of CinemaSF.

"With a small theater like this, it's really a labor of love, something you do because you enjoy it," Bergeron explains, noting that neighborhood theaters are not the most lucrative businesses to operate.

Prior to taking over the Balboa, Bergeron had run businesses in the music and restaurant industries. But the management of a movie theater came with a whole new set of challenges, from getting clearance to screen the latest films to figuring out how to fix the theater's historic neon marquee. "When things like that break, they break in a very expensive way," he told us.

In 2013, the Balboa faced its biggest hurdle yet, when it was given a deadline by distribution companies to convert its projectors from film to digital. "After January 1, 2014, they would stop making 35mm films, and everything would need to be converted to digital," Bergeron says. "Without meeting the distribution companies' requirements, you couldn't show new movies."

The costly upgrade compounded the existing financial strains of small theaters across the city, leaving many of them with no choice but to close their doors after decades of operation. If it couldn't make the leap, the Balboa faced a similar fate.

So, together with Felder and the SFNTF, Bergeron launched a Kickstarter campaign to raise money for the digital conversion. He'd hoped to gather enough to replace at least one projector, but the result far exceeded his expectations: a total of 1,063 supporters raised over $100,000, with backers coming from as far as Germany.

"People came out in droves," he says. "The neighborhood, community, friends ... It was mind-blowing, how many people cared enough to contribute."

The Balboa is now fully equipped with digital projection and surround sound. It shows a combination of first-run feature films and themed screenings, along with family-friendly movies every Saturday morning and classic films on Thursday evenings.

Bergeron and Felder have an ongoing list of plans for the Balboa, including special events and continued renovations. Over the course of the summer, they're partnering with San Franpsycho and Anchor Brewing to show several 1970s-set movies, paired with themed beers. (The first film in the series, Almost Famous, screens tonight.) In the fall, Bergeron plans to curate a series of unique films, accompanied by live music from local bands.

"Our main goal is to continue to have this great resource for the people in the Richmond," says Felder. "We were able to make those necessary improvements with the help of the community, so now, we want to ensure the theater can serve the neighborhood for many years to come."

https://hoodline.com/2018/07/outer-richmond-merchants-present-2nd-annual-music-festival

Outer Richmond music festival returns for 2nd year [Updated]

Members of The Axidents, Positive Citizen and Marigold 916 in front of Noise. | Photo: Noise/Instagram Wed. July 25, 2018, 4:39pm by Nicole Newman

On Saturday, August 4, the Playland-on-Balboa music festival returns to the Outer Richmond for its second year.

The free event brings local makers, food vendors, musicians and family-friendly fun to Balboa Street between 35th and 38th avenues, which will be closed to street traffic from 10 a.m. to 5 p.m.

Nonprofit organization Richmond District Neighborhood Center is the event's organizing body. According to a statement, this iteration of the music festival was funded by the city's Office of Economic and Workforce Development, Outside Lands Works and the Balboa Village Merchants Association.

In addition to a main outdoor stage, several Outer Richmond businesses are participating, including La Promenade Cafe, Simple Pleasures cafe, the Balboa Theater, and Noise, a record shop and art gallery founded by area resident and professional musician Daniel Brown at 3427 Balboa St.

Sara Johnson. | Photo: Nicole Newman/Hoodline

“My son opened his record store in 2015 where he also had live music open to the public, every hour from 10 a.m. to 8 p.m.," said Brown's mother, Sara Johnson. "He wanted to do and create something that he thought the neighborhood would like.”

According to The Chronicle, Brown, a saxophonist, began selling records on Balboa Street at The Mysterious Rack, a since-shuttered consignment store. When an art studio a few doors down went under, Brown leased the location and opened in September 2015.

Acts performing at the festival's outdoor main stage include DJ Jackie Sugarlumps, The Total Betty's, BURNT, Lilan Kane, and Bandy's Brass Band.

Photo: Lisa W./Yelp

During the festival, La Promenade Café will host music by Denise & Larry and McLean, and Creative IQ will present an art opening titled, "Those Who Can, Teach," along with a performance by Bandy’s Brass Band.

After a free 10 a.m. screening of cartoons for children, the Balboa Theater will exhibit two films by Strephon Taylor, "Sutro’s: The Palace at Land’s End," and "Playland at the Beach," a look at the former amusement park that was once the area's main attraction.

Johnson, a San Francisco native (and pianist) who frequented Playland as a child, noted that the theater is home to a restored bumper car that was once in service at the amusement park.

After the festival ends, Simple Pleasures (3434 Balboa St.) will host live music from 4–9 p.m., including performances by The Wyatt Act, Vollmer, The Salt People, and Chris Mendoza and Friends, while VERST and Rocky Ramirez will perform sets at Noise.





Application No.: LBR-2017-18-038 Business Name: Fireside Camera Business Address: 217 Chestnut Street District: District 2 Applicant: Spencer Pon, CFO Nomination Date: March 7, 2018 Nominated By: Supervisor Catherine Stefani CRITERION 1: Has the applicant has operated in San Francisco for 30 or more years, with no break in San Francisco operations exceeding two years? X Yes No 2117 Chestnut Street from 1954 to Present (64 years) 2185 Chestnut Street in 2009 (3 months) CRITERION 2: Has the applicant contributed to the neighborhood's history and/or the identity of a particular neighborhood or community? X Yes No CRITERION 3: Is the applicant committed to maintaining the physical features or traditions that define the business, including craft, culinary, or art forms? X Yes No NOTES: N/A DELIVERY DATE TO HPC: September 19, 2018 Richard Kurylo Manager, Legacy Business Program



City Hall • 1 Dr. Carlton B. Goodlett Place • Room 260 • San Francisco, California 94102-4689 • (415) 554-7452

Fax (415) 554-7843 • TDD/TTY (415) 554-5227 • E-mail: [email protected]

Member, Board of Supervisors

District 2

CATHERINE STEFANI


March 7, 2018

San Francisco Office of Small Business

1 Dr. Carlton B. Goodlett Place, Room 110

San Francisco, CA 94102-4681

Dear Director Dick-Endrizzi:

I hereby nominate Fireside Camera Inc. to the Legacy Business Registry of San Francisco. Fireside Camera

Inc. was originally founded by Egon and Lucy Fireside in 1954, celebrating 64 years in business this year.

The business has been a staple in the Marina District and continues to add to the vibrancy of the

neighborhood’s culture and community.

Jack Shim, a Principal Partner of Fireside Camera Inc. and San Francisco native, was hired at the business

in 1977. He and his partners, Spencer Pon and Edmond Lee (also natives of our City), have grown with

the business in many different positions and capacities over the last 40 years. All three own the business

together today. The business has thrived through immense technological changes in the photography field

and camera industry. Jack, Spencer and Edmond are beloved by residents and visitors to the Marina and

continue to contribute to the area’s rich history and vibrant future.

Fireside Camera, Inc. is committed to continue to offer full services at this traditional camera store on

Chestnut Street at the same location it has operated since its opening.

I look forward to Fireside Camera Inc.’s ongoing success as a Legacy Business.

Sincerely,

Catherine Stefani

San Francisco Supervisor, District 2

FIRESIDE CAMERA Section 4: Written Historical Narrative

CRITERION 1


Fireside Camera, founded in 1954 by William and Egon Fireside, is an independent photo store located at 2117 Chestnut Street in the heart of San Francisco’s Marina District.

Egon Fireside was born in Austria in 1923 to William and Dori Fireside. Fireside is the anglicized version of their name. They fled Austria during the Nazi rise. During World War II they settled in Shanghai, China, where Egon obtained an apprenticeship to a photographer. On his first day as the photographer’s apprentice, Egon was all set to go in and learn the art of portraiture. His boss had a different idea, gave him a broom, and told him to sweep. Eventually, the photographer did teach the art of photographic portraiture to Egon. Going from apprentice to master photographer, Egon photographed many prominent officials in Shanghai. Egon met Lucy in Shanghai, and they married in 1950.

After the war ended, William, Dori, Egon and Lucy immigrated to Bolivia. Egon and Lucy had two boys – Joe and Harry. (Harry, in his own right, would become one of San Francisco’s best known jewelry designers, even having a display in the coveted Sak’s Fifth Avenue store window.) Later they decided to move to Vancouver, Canada. On the way, they passed through San Francisco. They knew this city was where they wanted to call home. So in 1953, they moved here permanently, eventually becoming U.S. citizens.

In 1954, William and Egon opened “Fireside Studios” on Chestnut Street where for the next 40+ years Egon photographed many of San Francisco’s elite. He specialized in weddings, portraits, and event photography, becoming one of San Francisco’s most renowned wedding photographers. After displaying portraits in the storefront, Egon became much sought after for family portraiture as well. To this day, we still have customers who come in and say, “I had my wedding (or communion or family pictures) taken by Egon 30 years ago.”

In the 1970s, photography became more commonplace and people took more of their own family pictures. Fireside Studios had to evolve and retail was added into the mix. Fireside Camera was born. In fact, Fireside Camera was one of the first importers of Olympus cameras. As retail became a larger and larger part of the business, sales people were hired. Egon still did portraiture, weddings and event photography. Lucy had always been an integral part of the store. From making the children smile during portrait shoots to handling the receivables and payments and investments, she was the heart of the store. Everyone in the neighborhood knew and liked Lucy Fireside. Not only did she have good relationships with the Marina merchants, but with many other San Francisco merchants in various industries as well.

Around 1976 a tall lanky Asian kid started coming to the store looking for deals for his high school yearbook. Joe Fireside took a liking to the high schooler and offered him some deals. After he

graduated from high school, Egon and Joe offered him a job. That kid, Jack Shim, would eventually become the majority owner of Fireside Camera, holding the positions of assistant manager and store manager along the way.

Business was doing well. More sales people were needed. In 1983, Edmond Lee was working across the street at “Fotos and Film.” His friend wanted to buy a flash for his Nikon camera, so Ed brought him into the store. Egon himself pulled out the flash to show the customer. Egon was a portrait photographer and could use a flash, but he didn’t know the specifics of each flash. It was busy in the store so no sales person was available to answer questions. Ed, being a photographer himself who kept up with the latest equipment, proceeded to “sell” his friend the flash, demonstrating its features. Ed and Fireside Camera were the perfect fit. Ed was hired soon after.

A year later, 1984, Fireside Camera needed another sales person. Ed suggested his high school friend who had worked for two years in another camera store in Daly City. Henry, the manager at the time, told him to ask his friend if he was interested. Ed asked. The friend said he wouldn’t mind a part-time job while he finished up his studies at San Francisco State University. He came in and Henry took him to Hunt’s Donuts (another Marina Business that has vanished) for an interview. Spencer Pon started the next week.

The three current owners are Jack, Ed and Spencer. At the turn of the century, Egon and Lucy decided they wanted to retire. Since the operation had always been a family run shop, they knew the only people they trusted to keep their legacy alive was “the boys,” how they referred to Jack, Ed, and Spencer, the ones who felt like family. Until their passing, Egon and Lucy would continue to come in and help out. It was still a family shop, in feel not blood.

The year 2001 was especially tough for Egon and Lucy, losing both their sons within two weeks. Egon lost his love, Lucy, in 2003 after 53 years of marriage. In 2012, the last original founder, Egon Fireside, passed away at 89 years of age.

The spirit of the Firesides lives on in their namesake store. Together, Jack Shim, Ed Lee, and Spencer Pon have kept alive the “service first” attitude that made Fireside Camera the destination point for all of San Francisco’s photographic needs. Having run the store for over 30 years uniquely qualifies Jack, Ed, and Spencer as elite San Francisco business owners; and being in the same location for over 60 years definitely qualifies Fireside Camera as a true San Francisco legacy.


Fireside Studios and now Fireside Camera have been located at 2117 Chestnut Street since its inception in May of 1954. There were 3 remodels done over the years. The first was done in the 1970s before any of the current team was of working age. The second was a “mini” remodel and a minor facelift in 1997 that took all of one weekend to do. In 2009, after 55 years, it was decided that a major renovation was due and an architect and construction crew were hired. The entire staff knew that the neighborhood didn’t want to lose their camera store, even if for just a summer. Fortunately the chain store film processor down the block (a Ritz Camera location) had recently declared bankruptcy and closed their outlet at 2185 Chestnut Street. Fireside rented it for the summer, spent a few days preparing the building for customers and moved everything over. From April to June of 2009, our customers found us where “Toss Designs” is now located.


Fireside Camera is not presently a family-owned business, but it was a family business under the ownership of the Firesides from 1954 to 2000.

All three of the current owners have the entrepreneurial spirit in their genes. Jack’s family owned a corner grocery (May’s Market). Ed’s sister owned a Fisherman’s Wharf souvenir shop (Lotus Tree). Spencer’s family owned a butcher shop (Folsom and 22nd Street Meat Market). All of the stores were located in San Francisco, and all three of the Fireside owners worked in their respective family-owned businesses.


Following is the ownership history of Fireside Camera: 1954 to 1970: William and Egon & Lucy Fireside 1970 to 2000: Egon & Lucy Fireside 2000 to Present: Jack Shim, Edmond Lee, and Spencer Pon


Documentation demonstrating the existence of Fireside Camera for 30+ years is included in this Legacy Business Registry application.


The historic resource status of the “Cinema 21” building that houses Fireside Camera is categorized by the Planning Department as Category B (“Unknown / Age Eligible”) with regard to the California Environmental Quality Act.

CRITERION 2


Fireside Camera (originally Fireside Studios) has been a staple of the Marina community since 1954, 64 years. The business is located in the heart of San Francisco’s Marina District at 2117 Chestnut Street. The 2+ blocks of Chestnut Street from 2000-2299 have been well known as a premier retail area in San Francisco for many decades. When Apple Computer, one of the biggest retailers in the world, had an opportunity to open a retail store here (a mere 2.9 miles away from their 300 Post Street location) they jumped at the chance.

Fireside Camera has been providing all retail aspects of photography and most videography for over 30 years. Printing and video copying and transferring services are also available. Whether using film or

digital media, Fireside Camera strives to provide the most comprehensive equipment and information to its customers.

We have seen babies in strollers grow up and bring in their own children in strollers. We consider the vast majority of our customers to be our friends and we are always here to help, even if it’s just making change for the meters or helping little old ladies with their clock radios. Egon Fireside knew that it was customer service that leads to goodwill and repeat business. It is that idea that has always run Fireside Camera. It is why our motto has always been “Discount Prices With Full Service.”


Fireside Camera was open during the 1989 earthquake. During the quake, we saw the huge flexing of the windows at Lucca Delicatessen across the street and the bricks fall from atop Big 5 Sporting Goods. We didn’t raise any prices for batteries after the tragedy, although some stores did. As soon as power was restored to the Marina district, Fireside Camera reopened to serve the community. One of the saddest stories relates to the ’89 earthquake. A man came in to have pictures printed of his small son that he lost in the earthquake. Spencer just couldn’t charge him for them. After the customer left, Spencer had to go in back and shed some tears of his own. He still wells up just thinking about it, and that was 29 years ago.

For many years there was the bi-annual Lion’s Club Pancake Breakfast in the neighborhood. We’d all come out early on that Saturday and make the donation and talk and eat with our neighbors. We’d shop at the Steiner Street Farmer’s Market for the 2-3 summers that it existed. Due to the limited size of the Marina district merchants (2 to 3 blocks), there’s no street fair like Union Street and Fillmore Street have annually.


Fireside Camera has consistently been one of the highest rated camera stores in San Francisco on YELP. In one listing on a competitor’s review it said to stay away from Discount Camera and go see Spencer at Fireside Camera as he was very helpful.

We are a member of the Photographic Research Organization, a member group devoted to providing the better quality photographic items.


Our customer base includes many prominent San Franciscans. Families including Haas and Eisenhardt, Swig, Fisher, Thieriot, Gund, Doerr, Getty, and Traina shopped at Fireside Camera. Celebrities including Robin Williams, Barry Zito, Carlos Santana, David Caruso, Kristie Yamaguchi, Linda Ronstadt, Conan O’Brien, Trevor Noah, Russ “the Moose” Syracuse, Gary Radnich and many have been customers. Many San Francisco politicians, including mayors and supervisors, have also shopped here.

Spencer’s favorite memory involved Robin Williams. On one of the many times he came into our store, he purchased six batteries for his cyclometer. Two days later he came back and said he wanted to buy six more of the same batteries he had just bought. Spencer jokingly commented that he must’ve biked a hell of a lot these past two days. He said, “I wish; I lost the package.”


We are part of the Marina District. People know and, more importantly, trust us. I can’t recall how many times people from other stores have come to us to borrow a tool, or ask us if we can help them safely remove an errant bird that flew into their store. One time, another merchant came in to borrow a camera to photograph a falcon that flew into their store. When The Good Guys opened, they came to Fireside to borrow some tripods to use as displays for their video equipment. We are always here to help our neighborhood and community.

Jack Shim has been a volunteer volleyball coach in San Francisco. The owner’s have made donations to various causes, such as Breast Cancer Research, The American Diabetes Association, etc. As for local charities and foundations, we have donated equipment to the SF Nature Education and cash to The Heavenly Hope House.

Fireside Camera is a vendor to many SFUSD schools as well as local private schools (such as Town School).

Although our staff is too small to offer formal classes, we are always willing to help with photo related questions. Sporadically, we have offered local photo walks around Golden Gate Park, the Palace of Fine Arts, and Pier 39.


Although the vast majority of our customers are located within San Francisco (the Marina district in particular) and Marin, we have customers that come from various countries. Amazingly some foreign nationals actually come in annually to buy the latest models of cameras from us.


We have been in the same physical structure since 1954. The building has been owned by the same family the entire time. It is the same building that houses the Marina Theatre.


If Fireside Camera were to close, San Francisco would lose its oldest independent camera store.

In 2009, when Fireside Camera was undergoing a major remodel and moved to 2185 Chestnut Street for three months, customers through the store was going out of business. Constantly during the move, customers would come up to us almost crying, asking why we were closing. After explaining we were only remodeling and temporarily moving half a block down the street, they were relieved and thankful not to lose, as they said, “the best camera shop in San Francisco.”

The neighborhood has lost so many businesses over the years, including Kimmel’s Stationary, O Sole Mio, Cybelles Pizzeria, Village Pizzeria, Mrs. Fields Cookies, two different doughnut shops, Ovation, Capri, Victoria’s Secret, See’s Candies, Baskin Robbins Ice Cream, Big 5 Sporting Goods, Jack’s Smoke Shop, House of Magic, Marina Skate, Bare Essentials, Johnny Rockets, The Good Guys, Radio Shack, Marina Cyclery, Scotts Seafood and Chestnut Street Bar and Grill. More recently, it’s lost Janie and Jack, Giggles, Laline, Askew Grill and Barneys. There were many more in addition to the ones mentioned.

There used to be several local independent camera stores in San Francisco, Adolph Gassers, Brooks, Osaka Ya, Photo Factory, “GET,” Mission Photo, Retlaw, Camerabug, Jebe’s and SF Discount Camera. All have closed. Adolph Gassers even owns their property and decided it was too difficult to stay in business. Samy’s from Los Angeles, however, has opened an outlet near the 9th Street freeway exit. With so many internet retailers and cell phones having cameras, the retail photo business is very difficult, yet a single local dealer (Fireside Camera) has survived.

We hope to stay HERE many more years and think our listing on the San Francisco Legacy Business Registry will aid in keeping our 64-year-old San Francisco business thriving. We strive to remain the preeminent photo retailer in San Francisco. Any help from our great city is immensely appreciated.

CRITERION 3


Fireside Camera is San Francisco's oldest independent camera store. Though small, we offer an excellent selection of new and used equipment including Nikon, Canon, Sony, Fuji, Olympus, Panasonic, and Leica Cameras, lenses, camcorders, and accessories. We sell bags from LowePro, Tamrac, Wandred, and San Francisco’s own Peak Design. We also, can make prints from film, memory cards, and even cell phones. We can scan old photographs to make copies or discs. We can transfer old movies and tapes onto DVDs. We can have your equipment serviced, and we also have a limited amount of equipment available for rent. We still sell film. And, we still take passport and immigration photos. In fact, we one of the very few who take photos for Canadian Passports.

Many people are surprised that we still sell and process film. We still help people with questions about film cameras as well as digital cameras.

Fireside Cameras provides passport photographs. Egon once told the present owners of taking passport pictures in the “olden days.” He would take the photograph, go upstairs to develop the “glass negatives,” print them in the darkroom, cut them to size and finally give the customer the two pictures. All this took an hour or two. In 1984, we were using a Polaroid camera that used the “peel apart” film for taking passport. A pair of pictures took all of 10 minutes, half that time was waiting for the pictures to dry. Now with digital photography, not only is it faster but, you can preview the shot so you only print the good photo.


Fireside Camera is committed to maintaining a retail camera store. We want people to keep hard copy prints of their memories. In this day and age too many only store photos on their phone. When it breaks many memories are lost. When the cloud gets hacked, your pictures are no longer private. With an album, you keep control over who can see your pictures and have access to them. We are here to give everyone that option.


Throughout all the changes that time has brought, we still are only a brick and mortar retailer. Our signage has become more modern (you can now see our name as you walk down the block, not just from across the street, but our design of a front door in the middle of the building with display windows flanking it is still present. Our cash register has been in the same location for decades, and most of our cabinets have been with us through the remodels – all bought by Egon and Lucy. So although we’ve updated to keep a fresh look, the past is always a part of us.


Fireside Camera has provided photographic services, equipment and supplies to customers since it was founded in 1954.

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Gift Guide: Chestnut Street

Lauren Murrow | Photo: Courtesy of the stores listed | November 29, 2013

Between Steiner St. and Pierce St.

Though Union Street may be overrun with spandex and fresh-from-campus fashion, this Marina strip is a

layup for kids—four tot stores on a single block—tech gadgets, and party fare at Lucca Deli

(http://luccadeli.com/) and SusieCakes (https://www.susiecakes.com/) .

#1—Temescal Alley (http://modernluxury.com/san-francisco/story/gift-guide-temescal-alley)

#2—Valencia Street (http://modernluxury.com/san-francisco/story/gift-guide-valencia-street)

#3—Hayes Street (http://modernluxury.com/san-francisco/story/gift-guide-hayes-street)

#4—Fourth Street (http://modernluxury.com/san-francisco/story/gift-guide-fourth-street)

#5—Fillmore Street (http://modernluxury.com/san-francisco/story/gift-guide-fillmore-street)

#6—Maiden Lane (http://modernluxury.com/san-francisco/story/gift-guide-maiden-lane)

#7—Chestnut Street (http://modernluxury.com/san-francisco/story/gift-guide-chestnut-street)

#8—Grant Avenue (http://modernluxury.com/san-francisco/story/gift-guide-grant-avenue)

#9—Haight Street (http://modernluxury.com/san-francisco/story/gift-guide-haight-street)

#10—24th Street (http://modernluxury.com/san-francisco/story/gift-guide-24th-street)

Originally published in the November 2013 issue of San Francisco

Have feedback? Email us at [email protected] (mailto:[email protected])

Email Lauren Murrow at lmurrow@sanfranmag (mailto:lmurrow@sanfranmag)

Follow us on Twitter @sanfranmag (http://twitter.com/sanfranmag)

Follow Lauren Murrow on Twitter @laurenmurrow (http://twitter.com/laurenmurrow)

Sony Action Cam, $270

at Fireside Camera

(2117 Chestnut St., 415-

567-8131)

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Page 1 of 2San Francisco Magazine | Modern Luxury | Gift Guide: Chestnut Street

9/17/2018https://www.modernluxury.com/san-francisco/story/gift-guide-chestnut-street





Application No.: LBR-2018-19-003 Business Name: House of Bagels Business Address: 5030 Geary Blvd. District: District 1 Applicant: Michael Puente, Owner Nomination Date: July 31, 2018 Nominated By: Supervisor Sandra Lee Fewer CRITERION 1: Has the applicant has operated in San Francisco for 30 or more years, with no break in San Francisco operations exceeding two years? X Yes No 3801 Geary Blvd. from 1962 to 1968 (6 years) 5030 Geary Blvd. from 1968 to Present (50 years) CRITERION 2: Has the applicant contributed to the neighborhood's history and/or the identity of a particular neighborhood or community? X Yes No CRITERION 3: Is the applicant committed to maintaining the physical features or traditions that define the business, including craft, culinary, or art forms? X Yes No NOTES: N/A DELIVERY DATE TO HPC: September 19, 2018 Richard Kurylo Manager, Legacy Business Program



Legacy Business Registry Application

V.5- 6/17/2016

Section Two:Business Location(s).List the business address of the original San Francisco location, the start date of business, and the dates of operation atthe original location. Check the box indicating whether the original location of the business in San Francisco is thefounding location of the business. If the business moved from its original location and has had additional addresses inSan Francisco, identify all other addresses and the dates of operation at each address. For businesses with more thanone location, list the additional locations in section three of the narrative.

ORIGINAL SAN FRANCISCO ADDRESS: ZIP CODE: START DATE OF BUSINESS

IS THIS LOCATION THE FOUNDING LOCATION OF THE BUSINESS? DATES OF OPERATION AT THIS LOCATON

No Yes

OTHER ADDRESSES (if applicable): ZIP CODE: DATES OF OPERATION

Start:

End:


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HOUSE OF BAGELS Section 4: Written Historical Narrative

CRITERION 1


House of Bagels was opened in 1962 in its original location on 2nd Avenue and Geary Boulevard in the Richmond District of San Francisco (3801 Geary Boulevard, San Francisco, CA). Our famous bagel recipe and manufacturing process was brought here from Brooklyn, New York, by a native New Yorker. At the time, there were no bagels in Northern California. In fact, unless one were Jewish or grew up in New York, one likely didn't even know what a bagel was. But bagels are only the food part of our story.

Four things distinguish House of Bagels and make it unique in San Francisco. The first is that we wholeheartedly serve the Jewish and East Coast expatriate community with an authentic East Coast bakery experience. Second, while originally a place for people longing for East Coast specialties, House of Bagels is also a place that is making, and made of, San Francisco memories. Third is our service to our community. The fourth, and maybe most important element that makes House of Bagels unique (since it's our claim to fame), is our steadfast commitment to make bagels using the original recipe and methods brought over from Brooklyn.

So, what makes for a “real” bagel? Sidney Chassey, the native New Yorker that brought the traditional recipe here, helped define the answer to this question for West Coasters when he established the first “real” bagel shop, our beloved House of Bagels. The recipe has four very important steps. Step one is wholesome ingredients. Step two demands that bagels are rested overnight. Step three is the boiling process. Step four requires the bagels to be baked on stone. New York style bagels are a labor-intensive process – the high quality ingredients are mixed together, cut into strips and rolled into the familiar bagel shape. They are left to rise overnight. Then, when it's time to bake them, they are first bathed in the boiling water of the kettle, arranged on boards and baked directly on stone (like good pizza). Without a kettle and the stone oven, the texture would be different.

Sid ran the business with his wife. At this same time, in 1964, a hard working immigrant from Spain began to work at the House of Bagels. His name was Miguel Puente, aka “Mike” and many years later he would become the second owner of the business.

In only six short years since it opened, the House of Bagels outgrew its original space and moved to 5030 Geary Boulevard into what had been a title office. The year was 1968. At this

location, the traditional New York-style bagels have been made from scratch from the finest ingredients, boiled in water and then baked on stone for 50 years.

Mike Puente worked as a bagel baker for over 30 years when Sid offered Mike and his wife, Mary, the opportunity to buy the business on June 18, 1997. After several years of running the House of Bagels, Mike and Mary decided to retire and the business was purchased by their sons Michael and David, and Michael’s wife Jennifer, on April 1st in 2005. The store received updates and went under renovation in January 2006 to include a New York-style deli and art gallery. David left the business in 2011 to go back to school.

While the name of the bakery makes it obvious that we do bagels, we also bake from scratch every day artisan breads (like fresh challahs and rye), traditional cookies (like hamentashen, black and white cookies, rugelach and Russian tea cakes), as well as everyone's favorite cookies and pastries (the best chocolate chip and oatmeal cookies around, bear claws, cheese pockets, etc.). House of Bagels is the only place in San Francisco where one can get a real black and white cookie (lemon cake topped with chocolate and vanilla frosting), a cheese pocket, a kuchel or a mandlebrot. Kuchel and mandlebrot are two types of Jewish cookies. House of Bagels is one of very few places that make rugelach and hamentashen. These are East Coast and bakery staples of the Jewish community. Although House of Bagels has never been certified Kosher, we are committed to a pork and shellfish free kitchen to respect Jewish traditions and serve the Jewish community.

House of Bagels is a notable small business and serves as a historic asset to the city of San Francisco. A popular place in the community's collective mind and a long standing, community-serving business, House of Bagels is a valuable cultural asset that should be preserved as a Legacy Business.


As far as we know, the House of Bagels has never been closed for more than 1 day in its entire 56-year history.


House of Bagels has been a family-owned business since the Puente family purchased it in 1997. A family-owned business may be defined as any business in which two or more family members are involved and the majority of ownership or control lies within a family. Miguel and Mary Puente purchased the business from the original owner, Sidney Chassey, then sold it to their sons Michael and David, and Michael’s wife Jennifer. David left the business in 2011.


The ownership history of House of Bagels is as follows:

1962 to 1997 Sidney Chassey 1997 to 2005 Miguel Puente and Mary Puente 2005 to 2011 Michael Puente, Jennifer Puente and David Puente 2011 to Present Michael Puente and Jennifer Puente


Documentation demonstrating the existence of the business for 30+ years is included in the Legacy Business Registry application.


The Planning Department categorizes the historic resource status of the building at 5030 Geary Blvd. as Category B (Unknown / Age Eligible) with regard to the California Environmental Quality Act.

CRITERION 2


We wholeheartedly serve the Jewish and East Coast expatriate communities with an authentic East Coast bakery experience.

The House of Bagels’ bagels were distinct from other bagels that might be found on the West Coast in places like Los Angeles at that time. The other bagels were known to be bready “rolls with holes” by people who were familiar with what a bagel was supposed to taste and look like. Jewish people in Southern California that had migrated west from New York or other East Coast spots became familiar with this “new” style of bagel in the 1960s. They hypothesized that the difference between the bagels out west and those they knew from their childhood may be due to differences in the water that is used from coast to coast. Bagel aficionados, then and now, still decry “it's the water” when they make comparisons between bagels that aren't made in the style traditional to New York and those that are. Even today, it is only the foodie that truly understands the manufacturing process involved in making a “real” bagel.

While originally a place for people longing for East Coast specialties, House of Bagels is also a place that is making, and made of, San Francisco memories. There are three to four generations

now of San Franciscans that have made House of Bagels a part of their family life. Many locals remember stopping by for a treat or bagel on their way home from school, or coming in to pick up bagels and fixings (cream cheese, etc.) with their grandparents and parents for weekend breakfast with the family. These San Franciscans continue these traditions with their children and grandchildren, and the youngest generation are still making memories here that will last their lifetime.

The House of Bagels is of historical and cultural relevance to the city of San Francisco. Besides being a favorite local institution for over 56 years, the House of Bagels sets the standard for bagel baking on the West Coast as well as serving as an integral supporter of the local community and global community at large.


After New York and Los Angeles, San Francisco has the largest Jewish population in the United States, followed by Chicago. Jews did not live in many communities outside of these four cities prior to the 1970s in any significant numbers.

Los Angeles had bagels prior to 1962, however the common complaint as to why they were better in New York was, “it’s the water.” In reality, bagels in Los Angeles were not boiled and baked on stone. The genius of Sid Chassey was that he was the first to bring the equipment needed to make a proper bagel to the West Coast.

In doing the research for this narrative, we learned that Kaufman’s was opened in 1960 in Skokie, IL, east of the Mississippi River. Kaufman’s is normally regarded as the first real bagel shop in the Chicagoland area. Considering real bagels didn’t arrive in Chicago until 1960, it is a safe bet they only made it to the West Coast two years later.


House of Bagels won "Best of for Deli and Take-Out” in the 2006 SF Weekly's "Best of" Reader's Poll and has continued get accolades from customers and the press alike. Annually, House of Bagels wins the "Best Bagel" recognition from the "J Weekly Reader" as well as best of awards from a variety of local magazines

• Jewish Reader’s Choice Award “Best Bagel”: 2004, 2005, 2006, 2007, 2008, 2009, 2010, 2011, 2012, 2013, 2014, 2015, 2016, 2017

• SF Weekly “Best of” Reader’s Poll “Best Deli”: 2006 • SF Weekly “Best of” Reader’s Poll “Best Sandwich”: 2007 • SF Weekly “Best of” Editor’s Choice “Best Bagel”: 2008 • San Francisco Bay Guardian Best of the Bay BEST BAGEL BONA FIDES: 2008 • SF Chronicle’s BayList Best Bagel SF: 2008

• Give Something Back Award: 2009 • Geary Merchant’s Award: 2009


No.


House of Bagels has always made it a point to support our public schools, teachers, firefighters and police. We regularly donate to charitable causes like these, plus those for diabetes and cancer research, literacy programs and nature conservancy. In 2009, we were awarded the prestigious Give it Back award, usually reserved for companies 4-10 times our size.

For over 45 years, House of Bagels has been a continuous member of the Greater Geary Boulevard Merchants Association and a visible supporter of the local community. House of Bagels has donated thousands of bagels to events around the city, including public radio stations, KQED and KALW, The Asian Film Festival, The Jewish Film Festival, The American Lung Association, Larkin Street Youth Services, One Seed, Presidio Parks Conservancy, the Aneurysm and AVM Foundation, Greater Geary Merchant's Association, One Richmond, Food Runners, and countless local school fundraisers.


For decades, House of Bagels has been a destination for Jewish and East Coast families to get and enjoy products they grew up with. Over the past 15 years, with the increased visibility of the mural, the customer base has expanded to include many other people from all cultures and backgrounds. Today you will find business people getting a quick bagel sandwich on the way to work, parents buying an afterschool snack for their kid before dance class next door, hipsters getting a breakfast and coffee after a long night of partying, and moms or dads getting a dozen bagels, lox, cream cheese to bring home for a lovely Sunday brunch with the family.

House of Bagels has always done some wholesale business, but in the past 15 years this expanded tremendously. Today, House of Bagels provides many customers fresh daily deliveries of bagels, including Whole Foods, Philz Coffee the W Hotel and many others.


House of Bagels has always been identified by its original sign on the southwest corner of the building. This sign from 1968 features the “Bay-Gull.” The tie in with the sign is a riddle that used to be printed on every plastic bag: “When is a Seagull not a Seagull? When it is a Bay-Gull!”

In October 2005, in order to make the business more visible to locals and newbies, Michael commissioned a local artist to paint a mural on the front of the bakery. The mural featured the current owners and employees, Mike and Mary, as well as historical features of the Richmond District, like Playland. The mural is still up and serves as a minor local attraction, including being a Pokemon-Go “gym.”


If something were to significantly change at House of Bagels, it would definitely be a blow to the city and the community. House of Bagels is one of those places where generations of San Franciscans have memories tied into. Sure, there are other bagels shops now in the Bay Area, but none have people bringing their children because their grandparents used to take them there also. House of Bagels is a business that ties and binds new San Francisco to the old city we remember fondly. San Francisco has changed so much in the past 20 years it is nice for us locals to have a place we love and remember going to all our lives.

Further, in a city filled with nouveau cuisine, macro gastronomy, and food fusion it is nice to have a place where a person can get a simple bagel, top it with some wholesome cream cheese and a piece of smoked salmon. Something doesn't need to be expensive or fancy to be delicious.

CRITERION 3


Maybe most important element that makes House of Bagels unique (since it's our claim to fame), is our steadfast commitment to make bagels using the original recipe and methods brought over from Brooklyn. We make “real” New York bagels! Up until that special time in 1962, there were no other “real” bagels in California (or even west of the Mississippi, for that matter). One of the things that makes them a “real” bagel is to add a step where the raw bagel dough is boiled during the manufacturing process. The bagels that existed prior to House of Bagels were manufactured by shaping them into round shapes with a hole in them and then baking them in a regular oven. This method of making the bagel makes it impossible to get the distinctive chew and crust of a real New York-style bagel. Instead, it tastes like any other bread, just shaped to look like a bagel.

The bagel recipe has four very important steps. A commitment to these time-honored steps is critical to defining what House of Bagels is.

Step one is wholesome ingredients. We use only the best, nourishing ingredients in our bagels such as high protein flour, malt, brown sugar, yeast, salt and pure Hetch Hetchy water. These simple, wholesome ingredients make a big difference in the finished product. We do not add soybean oil, fat and/or stabilizers to our dough like some “bagel” shops in order to make a

softer, more bread-like product (i.e., roll-with-a-hole). These additions also extend the shelf life of other "bagels." Like other artisan breads, it is best to buy fewer House of Bagels’ bagels more often (or freeze them) than to buy a lot and let them sit for a long time.

Step two demands that bagels are rested overnight. We allow our bagels to rest overnight because resting, or “proofing,” on wooden boards is a necessary step for our bagel perfection. Raw bagels are placed on wooden proofing boards to rise after they are formed. The proofing boards are covered liberally with cornmeal so that the raw bagels don't stick to the board. Cornmeal not only keeps the bagel from sticking to the board, but helps the bagels slide off the proofing board into the kettle of boiling water. If you look at a “bagel” from the big chain bagel stores or from most supermarket in-store bakeries, you'll notice no corn meal on the bottoms. These “bagels” are just placed on parchment paper in pans and baked. This also accounts for the flat and sometimes wrinkled bottoms of these products. Besides flavor and crust, a cornmeal bottom can also help tell you if you are eating a real bagel or an imposter.

Step three is the boiling process. Boiled bagels make real bagels. If it's not boiled, it's not a real bagel! Boiling bagels before baking them creates a crispy crust on the outside while at the same time keeping the insides chewy and dense. When Sid Chassey came out west with his bagel recipe, he also brought over the necessary equipment including the large kettle necessary for boiling the bagels and the rotating stone hearth oven, necessary for correctly baking the bagels.

Step four requires the bagels to be baked on stone. Just like the best pizza is baked on a stone-lined oven, bagels that are baked on a stone oven have a crispy bottom crust. Our bagels have been baked on stone for over 50 years! Real New York bagels are always baked on stone!

House of Bagels also bakes artisan breads (challahs and rye), traditional cookies (like hamentashen, black and white cookies, rugelach and Russian tea cakes), chocolate chip cookies, oatmeal cookies, bear claws and cheese pockets. These are East Coast and bakery staples of the Jewish community.


House of Bagels is committed to continuing to make New York-style bagels, which is the tradition that should not be changed in order to retain the business’s historical character.


House of Bagels will never get away from making bagels the old-fashioned way. We plan on boiling our bagels and baking on stone. We also will concentrate on Jewish and Easy Coast food – you won’t see us selling baguettes or donuts at House of Bagels. The mural is now a landmark to the area – we plan on keeping and maintaining it!


House of Bagels has made New York-style bagels since it opened in 1962.

Jewish News Weekly-Best Bagels & BakeryAugust 2010

"...its famous bagel recipe originated in Brooklyn.While the name gives away House of Bagels’ specialty,it also bakes — from scratch — artisan breads,pastries and Russian tea cookies, among otherdelicacies"

KTVU Features House of Bagels

December 2009The House of Bagels in San Francisco isn't just forbagels. They also carry a full line of kosher itemsincluding Golden blintzes & potato pancakes,Tabatchnick soups...Watch Video >>

Richmond Roundup Honored Merchants

October 2009Merchants Award: David and Jennifer Puente at theHouse of Bagels...>>

Best Bagels: House of Bagels

SF Weekly "Best Of" Awards 2008...the real chewy N.Y.-style boiled-water bagels arestill in fashion at House of Bagels... >>

Bagel Safari

SF Sidewalk Safari Blog December 2008Fortunately for us, the House of Bagels delivers thereal deal. >>

House of Bagels

Zagat online March 1, 2008..."Best Bagels" this side of the Mississippi! Truly agreat find... >>

Bringing New York bagels to the Bay Area

SF Examiner September 7, 2007If you've lived on the West Coast your whole life, youmight think you've eaten a bagel or two. >>

Finally a decent bagel

Slashfood.com January 2006What a perfect way to start a sunny Sunday. >>

2009

Give Something Back Award$500 honorarium given toGolden Gate Park Conservancy

Geary Merchant's Award

Jewish News WeeklyReader's Choice "Best Bagel"

2008


SF Weekly "Best of"Editor's Choice "Best Bagel"

San Francisco Bay GuardianBest of the BayBEST BAGEL BONA FIDES

Chronicle's BayListBest Bagel SF

2007


SF Weekly "Best of"Reader's Poll "Best Sandwich"

Page 1 of 2House of Bagels - Press

8/10/2018http://houseofbagels.com/press.htm

The Americanization of the Bagel

SF Chronicle October 1996Thirty-four years ago, when the House of Bagelsintroduced the bagel to San Francisco... >>

See what people are saying on YELP!The best bagels in SF and the only place I know ofthat you can get a White Fish Sandwich... >>

2006


SF Weekly "Best of"Reader's Poll "Best Deli"

SF Weekly "Best of"Reader's Poll "Best Deli"

HOUSE OF BAGELS | 5030 GEARY BLVD., SAN FRANCISCO, CA | (415) 752-6000 | FAMILY OWNED AND OPERATED SINCE 1962

Page 2 of 2House of Bagels - Press

8/10/2018http://houseofbagels.com/press.htm

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Dining

Pete Kane

A fresh tray of cragels emerges from the oven.

Enter: the Cragel, House of Bagels' Croissant-BagelHybridPosted By Pete Kane on Thu, Mar 13, 2014 at 2:05 PM

Doubtless some people, when informed that there is now such a thing as a "cragel," will think, "OMG, no. Just

no," while others will jump with joy at the prospect of maybe, possibly getting to wait in the rain for three

hours for something. And they're both wrong. The cragel is imminent, it is delicious and it's not a day-old

gimmick flown across the country. It's in the Richmond, at House of Bagels.

See Also: CDXX, a Burger Joint in the Bayview, With a Croughnut!

They've been working on a gluten-free objet d'manger for eight years, and an organic bagel for five, but they're

all set to release unto the world a combination croissant and bagel as soon as this Monday, for $2.95. And

because this 51-year-old, family-owned institution is committed to zero waste, they're also making cragel

bread pudding (also $2.95 for a slice, $15 for the whole shebang). A buttery, yet firm mixture of two doughs,

the cragel is also a marriage of methods: the layers of a croissant are laid down, then boiled and baked on a

stone.

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Page 1 of 3Enter: the Cragel, House of Bagels' Croissant-Bagel Hybrid | SFoodie

9/18/2018https://archives.sfweekly.com/foodie/2014/03/13/enter-the-cragel-house-of-bagels-croissan...

Pete Kane

The cragel and cragel bread pudding.

Pete Kane

Pete Kane

Baker Miguel Hernandez and Co-owner Jenny Puente hard at work.

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A native of Rockland County, N.Y., co-owner Jenny Puente holds Bagel Boys of Suffern, N.Y. as her all-time

favorite bagel shop. (After her own, that is). To glib New Yorkers who parrot the myth that California bagels

can't measure up because there's "something in the water," Puente notes that because bagels are boiled, any

difference in pH or microbes would be neutralized by the heat. So there!

All the same, House of Bagels' dough recipe was initially carried over from Brooklyn, and there were

approximately zero bagel shops in San Francisco before they opened in 1962. In other words, even for skeptics

unwilling to monkey around with the DNA of a perfectly fine breakfast treat, the cragel has a pedigree and you

should give in and try one.

A good way to start would be to post a pic of your favorite item from House of Bagels to Facebook. Whoever

gets the most likes wins a free cragel. For everyone else, they'll be available in small batches next week.

House of Bagels, 5030 Geary Blvd., 752-6000.

Follow @wannacyber

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7. ❯How to Lower Cholesterol

8. ❯Dementia Early Signs

About The AuthorPete Kane

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Pete Kane is a total gaylord who is trying to get to every national park before age 40

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A R e al T r e ato r H al f - B ak e d ?B y J u lia M o skin

M arch 25 , 20 14

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th e b e st n e w pr od uc t f or th e plat f or m .

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b e b oile d b e f or e b e in g b ak e d .

H ouse of B ag e ls

Page 1of5A Real Treator Half-Baked?- The New YorkTimes

9/18/2018https://www.nytimes.com/2014/03/26/dining/a-real-treat-or-half-baked.html

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Page 2 of5A Real Treator Half-Baked?- The New YorkTimes


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Page 4of5A Real Treator Half-Baked?- The New YorkTimes


A n a r t ic le la s t W e d n e s d a y a b o u t t h e b a k e d g o o d s in s p i r e d b y t h e C r o n u t m is i d e n t if ie d t h e

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A v ers io n o fth is article ap p ears in p rint o n , o n Pag e D 3 o fth e New Y o rk ed itio n w ith th e h ead line: A RealT reat o r H alf- Bak ed ?M arch 25 , 20 14

READ 51 COMMENTS



Best Bakeries In San Francisco For Passover D essertsApril 10, 2017 6:00 AM

(credit: Spencer Platt/G etty Images)

The eight-day festival of Passover begins in the evening of April 10 and ends in the evening of April 18.

D erived from the Hebrew word Pesach, this significant Jewish holiday commemorates Exodus, the freedom of

the Israelites from slavery in ancient Egypt more than 3,300 years ago. An important part of the customs

observed during Pesach is to avoid leavened foods known as chametz – any product made from the five major

grains that are combined with water and left to stand for more than 18 minutes. Instead, members of the

Jewish community can eat matzah, vegetables dipped in water, bitter herbs, gefilte fish and other delicious

dishes, particularly kosher desserts. If you are getting ready to prepare a sumptuous Passover Seder but need

some festive treats, here is a look at five of the best San Francisco bakeries for Passover desserts.

Choux Bakery248 Fillmore St.San Francisco, CA 94117(415)757-0722www.chouxsf.com

Having been named by Zagat as one of the hottest new bakeries in the Bay Area, Choux Bakery has received

widespread praise since opening last August. W hile no traditional treats served over Passover are offered

here, this authentic French pastry shop creates extraordinary French cream puffs using kosher ingredients.

Choux Bakery offers 12 unique flavors from both a permanent collection of nine artisanal cream puffs named

after friends and supporters and three more in the equally remarkable holiday collection. Led by the talented

owner and “Cream Puff Specialist” Laura Athuil and her team of outstanding bakers, Choux Bakery creates

these marvelous treats daily and also sells chouquettes (hollow cream puffs), espresso, coffee, French hot

chocolate and tea.

R elated: Best Kosher Food In San Francisco

H ave Your CakeSan Francisco, CA 94121(650)873-8488www.haveyourcake.org

If you plan to serve a nice kosher cake over the Passover holidays, Have Your Cake is the place to order from

in San Francisco. O ne of the few few certified kosher bakeries in the Bay Area, the business is owned by

Maralyn Tabatsky, whose array of intricately designed cakes are created with family recipes using dairy or

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Page 1of 4Best Bakeries In San Francisco For Passover Desserts «CBS San Francisco

9/18/2018https://sanfrancisco.cbslocal.com/top-lists/best-bakeries-in-san-francisco-for-passover-dess...

non-dairy products. Cake orders are by appointment only, with prices based upon size and design and advance

notice for orders are required. Have Your Cake also offers hand-decorated cookies or wonderfully

crafted petits fours.

H ouse of Bagels5030 G eary Blvd.San Francisco, CA 94118(415)752-6000www.houseofbagels.com

Best known for serving delicious New York-style bagels, the House of Bagels also offers a number of delicious

treats commonly enjoyed at a Passover Seder. Traditional favorites like macaroons, mandelbrot cookies and

rugalah can all be purchased at this award-winning bakery, as well as artisan breads like challah and marble

rye. In business in San Francisco for more than 50 years, the House of Bagels has used its famous recipe ever

since its opening – made from scratch, boiled in water then baked on stone – and now offers nearly 30

varieties. Located in the Inner R ichmond district, the House of Bagels also has an award-winning deli and a

grocery section, selling some of the most favorite kosher brands and foods, including Tabatchnick soups, King

D avid matzos and Streit’ s matzo ball mix.

Noe V alley Bakery4073 24th St.San Francisco, CA 94114(415)550-1405www.noevalleybakery.com

Noe V alley Bakery creates a variety of handcrafted breads, pastries and other tasty treats, including desserts,

for Passover. W ith a special section on the award-winning bakery’ s website reserved for holidays, the

Passover link lists five delectable treats – a flourless fruit tart, flourless chocolate cake, coconut macaroons,

chocolate dipped coconut macaroons and almond macaroons. The popular bakery frequently mentioned

among the city’ s best bakeries also offers holiday treats for R osh Hashanah and Hanukkah. Led by the

acclaimed husband-and-wife bakery team of Michael and Mary G assen, Noe V alley Bakery is celebrating its

20th anniversary this year.

Wise Sons Jewish D elicatessen3150 24th St.San Francisco, CA 94110(415)787-3354www.wisesonsdeli.com

This popular Jewish deli in the Mission D istrict suffered a major setback in late January, after a devastating

fire destroyed its commissary kitchen and production bakery. In business since 2010, co-founders Evan Bloom

and Leo Beckerman were just about to launch a new extension of their business – W ise Sons Bagels – when

the four-alarm Mission fire destroyed several residential units and impacted more than 30 local businesses.

Although the bread and pastry production was halted temporarily, the neighborhood deli down the street did

not suffer any damage and remains in business, selling distinctive foods from its extensive menu. Hopefully by

March, supportive customers will be able to purchase challah, Jewish corn rye, chocolate babka and other

specialties in time for Passover.

R elated: Ask A North Bay Expert: Best Latke R ecipes For Hannukah

R andy Yagi is a freelance writer covering all things San Francisco. In 2012, he was awarded a Media Fellowshipfrom Stanford U niversity. His work can be found on Examiner.com Examiner.com.

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Page 2of 4Best Bakeries In San Francisco For Passover Desserts «CBS San Francisco

9/18/2018https://sanfrancisco.cbslocal.com/top-lists/best-bakeries-in-san-francisco-for-passover-dess...

http://www.7x7.com/outer-richmond-neighborhood-guide-2550974262.html?rebelltitem=1#rebelltitem1

The Outer Richmond wakes up with buzzy new restaurants + indie shops By Lauren Conklin Apr 02, 2018

The Outer Richmond has a rep for dense fog and great dim sum.

But while both can be found in abundance, there is much, much more to be had in this northwest

corner of the city.

You'll find diverse local hangouts, cool indie boutiques, and family-owned restaurants tucked

between pastel-colored homes. The vibe is what you might call sleepy; we call it a chill way to

spend a day.

Eat & Drink

What the Richmond lacks in fancy restaurants and buzzing nightlife, it makes up for in

mainstay eateries and funky dive bars. But a slew of new and innovative dining options is

keeping things interesting.

http://7x7.com/community/laurenconklin

http://www.7x7.com/

Classic Restaurants + Bars

Perhaps the most famous dish in the Outer Richmond is Shanghai Dumpling King's (3319

Balboa St.) xiao long bao. These steamy dumplings are filled with hot soup, so waiting for them

to cool is a must. // Date night at Gaspares (5546 Geary Blvd.) has all the romance and charm of

the classic Italian joint—you know, the faux grapevines and Chianti bottles as decor. Enjoy

comforting dishes like chicken cacciatore. // Upon seeing the sign to remove your shoes at Khan

Toke Thai House (5937 Geary Blvd.), you'll know you're in for an authentic Thai dining

experience. Try the signature salad, named to this year's 7x7 Big Eat. // Once in a while, you'll

see a Korean tourist bus stopped outside of Han Il Kwan (1802 Balboa Ave)—they flock for the

authentic cuisine and family-style seating that can accommodate groups large and small. Go for

Korean barbecue with all the sides, or lighter dishes like kimchi pancakes and shrimp bibimbap.

// Opened in 1937, Trad'r Sam's (6150 Geary Blvd.) is allegedly the oldest, longest operating

tiki bar in the world. Their rum drinks and easily gulpable scorpion bowls have been giving

people the Sunday Scaries for 80 years.

Now Trending

The newest kid on the block is Lokma (1801 Clement St.), serving Cal-meets-Turkish fare for

brunch and dinner. In the a.m., dip into blackberry ginger bulgur and Greek yogurt pancakes; at

dinner, look for a lamb-and-beef burger, tender stuffed manti, and whole grilled branzino. // New

sushi spot Nobuyuki (2221 Clement St.) is a hidden gem that's already garnered a loyal

following among those love to settle in for a fresh omakase and let the chef call all the shots. //

Tucked away on a residential side street, Pizzetta 211 (211 23rd St.) is a true neighborhood joint

and pizza and craft brew heaven. The wait is worth it for a taste of the rosemary, fiore sardo and

pine nut pie, on this year's Big Eat. // You may recognize their oft-instagrammed wallpaper, but

the pizza and wine list at Fiorella (2339 Clement St.) is also worthy of admiration. On warm

days, hang on the patio. Tuesdays are burger nights. // If piña coladas at Trad'r Sam's aren't your

thing, hit Cassava (3519 Balboa St.) for grown-up drinks such as the housemade blood orange

and rosemary Pimm's Cup, which will pair just perfectly with that Liège waffle topped with

maple lemon ricotta and powdered sugar at brunch.

http://www.shanghaidumplingkingsf.com/

http://www.gasparespizzeria.com/

http://www.khantokethaihouse.com/

http://www.khantokethaihouse.com/

http://www.7x7.com/7x7-big-eat-2018-100-dishes-san-francisco-2548003955.html

http://hanilkwan.org/default.aspx

https://www.facebook.com/pages/Tradr-Sam-San-Francisco/103389536369675

https://www.lokmasf.com/

http://nobuyukisf.com/

https://pizzetta211.com/

http://www.7x7.com/Rosemary,%20fiore%20sardo%20and%20pine%20nut%20pizz

http://www.fiorella-sf.com/

http://www.cassavasf.com/

Bakeries + Coffee

Marla Bakery (3619 Balboa St.) began as a stand at the farmer's market; now this spot, owned

by two former Nopa chefs, is one of the best brunch spots in the city. // Down the street you'll

see locals sunbathing and enjoying excellent coffee from Simple Pleasures Cafe (3434 Balboa

St.) // House of Bagels (5030 Geary Blvd.) has been serving up Brooklyn-style bagels and and

classic Jewish delicatessen eats since 1962. // In "Little Russia," one of SF's more esoteric

'hoods, you'll find Moscow & Tbilisi Bakery (5540 Geary Blvd.) Order potato piroshki's and

blintzes to go, they'll fill you up for less than $5.

Things to Do in Outer Richmond

Specialty Shops

Balboa Village is the Richmond's answer to the Sunset's Judah Street—full of unique,

independent shops. At Local Strange (3243 Balboa St.), you might imagine that someone had

expertly scoured about 40 garage sales and threw in a little mid-century Danish design in the

mix. You'll find legit Eames chairs and Marimekko textiles in this boutique setting. // On the

same street, Better; for Living (3425 Balboa St.) is"part showroom, part retail experience, part

menagerie"—in other words, look for daring emerging labels and vintage items for your home

and closet. // Next door, Noise (3427 Balboa St.) has a great assortment of vinyl records. Check

their calendar for live jazz shows. // In the greenhouse at Clement Nursery (1921 Clement St.)

you'll find otherworldly terrariums and vines wandering amongst antique chandeliers.

Culture

Catch a flick at the historic Balboa Theatre (3630 Balboa St.), designed by the architect

brothers James and Merritt Reid also behind structures including the Fairmont Hotel and

Spreckels Temple. Go for box office hits as well as independent films. // You don't need to travel

all the way to Moscow to see those iconic onion domes. Holy Virgin Cathedral (6210 Geary

Blvd.) is the largest Russian Orthodox cathedral outside of Russia and has five onion domes

covered in 24-karat gold leaf. The interior can only be seen by those who attend services.

https://www.marlabakery.com/

https://www.facebook.com/Simple-Pleasures-Cafe-111319895562806

http://houseofbagels.com/site/

https://www.yelp.com/biz/moscow-and-tbilisi-bakery-store-san-francisco

https://www.instagram.com/localstrange/

http://www.betterforliving.co/

https://www.sanfrancisconoise.com/

https://www.facebook.com/clementnursery

https://www.cinemasf.com/balboa/

http://www.sfsobor.com/

The Outdoors

You already know that Land's End is one of the great urban hikes in SF. So instead of turning

left after the Cliff House and Sutro Baths, hang a right into Sutro Heights Park, where you'll

find more ruins of the Sutro estate and one of the best views of the sunset over the Pacific. The

view of Ocean Beach and the western neighborhoods ain't too shabby either.

https://www.nps.gov/goga/planyourvisit/sutro-heights-accessibility.htm

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